No budget, no problem: How a conversation in 2016 sparked a international Pride partnership

In 2016, I walked into the office of the Associação da Parada do Orgulho LGBT de São Paulo—the team behind the largest Pride Parade in the world—with no budget, no sponsorship package, and no flashy offer. Just an idea: what if Canada could be a visible ally to Brazil’s 2SLGBTQIA+ community?

At the time, I was working for the Consulate of Canada in São Paulo. I knew we didn’t have financial backing yet—but I also knew that Canada had something valuable: a global reputation for standing up for human rights and 2SLGBTQIA+ inclusion.

And I was willing to do the work.

How it started: One conversation, no budget, big vision

Despite the lack of funding, APOLGBT-SP opened the door. That first year, our presence was symbolic—but meaningful. It marked the beginning of a relationship based on trust, authenticity, and shared values.

Sometimes, all it takes is one genuine partnership to get things moving.

How it grew: From symbolism to strategy

As the relationship deepened, so did our impact—and so did the investment. What started as a symbolic collaboration became a real platform for action:

🌈 By 2018, Canada’s first openly gay Ambassador to Brazil opened the São Paulo Pride Parade atop a trio elétrico, waving the Canadian flag in front of 3 million people.

🌈 We began hosting film screenings and debates with Canadian and Brazilian experts on 2SLGBTQIA+ rights.

🌈 We supported the creation of a national guide on 2SLGBTQIA+ rights, packed with resources and tools for community support.

🌈 We partnered on public health dialogues, including debates on HIV/AIDS and access to inclusive healthcare.

🌈 And yes—funding started to come. Because once you build trust, the results speak for themselves.

How it scaled: The 2SLGBTQIA+ Rights Forum

By 2021, our work had reached a new level. I coordinated the 1st 2SLGBTQIA+ Rights Forum in Brazil, a fully virtual, two-day event featuring 30+ speakers from Canada, Brazil, Argentina, and Chile.

It was a hit. And in 2022, we scaled up.

The 2nd Forum expanded globally, with new partners from the UK, France, Ireland, and Uruguay. It was broadcast live in Portuguese, English, French, and Spanish, reaching thousands across the Americas and Europe.

One of our most powerful collaborations? A partnership between the Government of Canada, APOLGBT-SP, Terra news portal, and São Paulo’s subway company, broadcasting the event on web, social media, and live screens in subway stations—reaching an estimated audience of 14 million people.

How it lasted: Results first, budgets second

This journey didn’t begin with money. It began with showing up, building trust, and creating real impact—step by step, year by year.

When you do the work, the right partners follow. And so does the funding.

What this story reminds me of is something every purpose-driven professional knows deep down:

• Sometimes a great initiative just needs time to bloom.

• You don’t need the biggest budget—you need the right leadership.

• Partnerships don’t scale overnight—they’re built on consistency, credibility, and care.

This Pride, remember:

Whether you're running a business, leading a comms strategy, or just trying to make a difference—don’t underestimate what one good idea, led with heart, can become.

At TreeHouse Communications, we help purpose-driven organizations turn bold ideas into lasting impact.